Eric Carle’s classic voted ‘ultimate book for children under five’ in major poll
as toiletry and bed linen launches join licensee support for 2014 birthday celebrations

We all knew it really, but it’s nice to have it confirmed by the audience itself: The Very Hungry Caterpillar is the ultimate book for children up to the age of five. When readers of all ages cast their votes in a Booktrust poll for the top books for children under the age of 14, Eric Carle’s best-selling children’s classic was voted top of the under-five list and fourth overall behind Harry Potter and the Philosopher's Stone, The Hunger Games and the BFG. The Very Hungry Caterpillar is, of course, the UK’s most read children’s book. And after nearly 45 years, the delightful and stunningly illustrated story of the caterpillar that becomes a beautiful butterfly continues to be embraced by every new young generation of children — and their parents.

The timeless story and instantly recognisable illustrations that so many people know so well and love so much are also bringing new signatories to the UK licensing campaign for The World of Eric Carle’s The Very Hungry Caterpillar, managed in the UK by independent licensing company Rocket Licensing through the worldwide agent The Joester Loria Group. The latest names to be announced, Sapona and East Coast Nursery, are planning 2014 launches — the year in which The Very Hungry Caterpillar celebrates its 45th birthday.

Sapona, a major name in licensed toiletries, is planning to launch a range of Very Hungry Caterpillar children’s bubble bath, toothbrush, body wash and hand soap at retail in March 2014. East Coast Nursery, one of the UK’s leaders in nursery furniture and developmental toys, will be launching a range of Very Hungry Caterpillar blankets, quilts, curtains, Moses baskets and changing mats in 2014. Both will make extensive use of Eric Carle’s stunning and instantly recognisable artwork in bringing to market products from a brand that shows continuing strength among children, parents and gift-buyers alike.

Sapona and East Coast Nursery join a raft of recent Rocket signings (including Ravensburger, Egmont and Dreamtex) and a 26 strong group of licensees developing and extending ranges with new style guide art ahead of the book’s birthday next year. The 45th anniversary is set to be a big year for the brand overall with new product and book launches, a major consumer PR campaign led by License to PR, promotional activity at retail, and grassroots activity to reinforce the brand’s position as the most read children’s book in the country.

Rob Wijeratna, Joint Managing Director, Rocket Licensing says: “The result of this poll is further proof of the continuing affection that The Very Hungry Caterpillar inspires in every new generation of young fans. Those young fans and their parents are also driving a very strong market for Very Hungry Caterpillar products in many categories. The licensing programme continues to grow and Sapona and East Coast Nursery — both leading names in their fields — are very welcome additions.”